中級 美國腔 4067 分類 收藏
開始影片後,點擊或框選字幕可以立即查詢單字
字庫載入中…
回報字幕錯誤
Say you've written a list and gone to the store.
But you quickly start buying things that you didn't plan on.
After all, fresh produce would be nice.
And these look good.
Half off?
Why not!
Wait.
Why is it so hard to stick to a shopping list?
Researchers estimate that half of consumer spending is unplanned.
Sometimes it's stuff you just forgot to put on your list.
But there's another kind of purchase that consumer psychologists measure
That would be more of your impulse purchase where you see something,
you think it's kind of a cool item.
I think I'll buy that.
The architecture of a store can impact consumer satisfaction, which in turn might spur impulse buys.
In the 20th century, the architect Victor Gruen used light and space to dramatically stage goods in storefront windows.
His designs tried to capture the attention of passersby… and convert them into customers.
Today, people refer to this as 'The Gruen Effect.'
It happens when a store (environment) takes you from shopping for a specific item to shopping for shopping's sake.
It's about the mindset and the environment that they try to create.
Does this sound familiar?
Think about your last trip to IKEA.
They have the restaurant with the Swedish meatballs and all of this stuff. And that's not a coincidence.
You're trying to build excitement
because when people are excited and aroused, they're more likely to buy.
Almost 20 percent of our buying decisions
are based on logic and needs.
80 percent of our buying decisions are actually based on emotions.
And we try to make that connection or bridge that connection
Yeah, of course we are retailers so we try to make sure that you know, grab a thing or two.
My name is Richard La Graauw and I'm creative director for IKEA here in the US.
Which is an important job.
He's in charge of how the products are presented in the store.
That includes layout.
Retailers pay close attention to how their floor plan can change in-store behavior.
Grid layouts emphasize speed and convenience.
Where freeform layouts allow exploration, which can make customers visit more parts of the shop.
And racetrack designs create a loop that exposes customers to a certain path of product.
IKEA uses a fixed path through a maze of product displays.
And that can extend the distance travelled in store.
So the more you travel, the more items by definition as a shopper you'll be exposed to.
At the entrance, most customers will be drawn to a bright yellow bin of bags,
placed next to the escalator.
Spots of light guide your eye to the entrance of the showroom
And before you know it, you're taking the scenic route.
So with light, you can actually steer consumers towards different areas
and toward different product selections.
On average, customers only visit about a third of any retailer's floor area.
And IKEA's layout forces customers to cover more ground.
IKEA was always designed as a place where you can see, touch, and try, no?
So they can spend hours if they want to.
But there's also consumers that know exactly what they want and just want to have it quick.
So it's tailored to both.
One researcher in London surveyed IKEA
to hand-draw these pedestrians pathways.
This heat map of the showroom was generated using her data.
It looks like the path guides are working.
Where Victor Gruen simply used a hunch to invent window shopping,
virtually any store from IKEA to your local grocery has a trove of big data at their fingertips.
We used technology to measure actually the flow of consumers and where they're interested
and in which areas they intend to go.
And that works all based on Beacon technologies.
Which means retailers like IKEA will only get better at nudging you to spend time in more parts of the store.
So, compulsive shoppers, the next time you go to the store… consider taking the shortcut.
Or, at least, don't forget what you came here for.
Because it probably wasn't plants and a plate of meatballs.
You do you, though.
Hi there! Thanks for watching the goods. And a big thanks to our sponsor American Express.
Amex has a credit card feature that gives you choices for how to make payments bigger small, called Payitplanit. Payit helps you reduce your balance by making small payments throughout the month.
And Planit can help you split purchases over 100 dollars up over time. You can check it out on americanexpress.com/payitplanit.
And thanks again to American Express. Their support made this series possible.
提示:點選文章或是影片下面的字幕單字,可以直接快速翻譯喔!

載入中…

載入中…

IKEA 總讓你滿載而歸?IKEA 到底如何讓你衝動購物? (How IKEA Gets You to Impulsively Buy More)

4067 分類 收藏
Liang Chen 發佈於 2018 年 11 月 6 日    Liang Chen 翻譯    Evangeline 審核
看更多推薦影片

影片討論

載入中…
  1. 1. 單字查詢

    在字幕上選取單字即可即時查詢單字喔!

  2. 2. 單句重複播放

    可重複聽取一句單句,加強聽力!

  3. 3. 使用快速鍵

    使用影片快速鍵,讓學習更有效率!

  4. 4. 關閉語言字幕

    進階版練習可關閉字幕純聽英文哦!

  5. 5. 內嵌播放器

    可以將英文字幕學習播放器內嵌到部落格等地方喔

  6. 6. 展開播放器

    可隱藏右方全文及字典欄位,觀看影片更舒適!

  1. 英文聽力測驗

    挑戰字幕英文聽力測驗!

  1. 點擊展開筆記本讓你看的更舒服

  1. UrbanDictionary 俚語字典整合查詢。一般字典查詢不到你滿意的解譯,不妨使用「俚語字典」,或許會讓你有滿意的答案喔